The Social Explorer: Analytics made easier with Twitter & TweetDeck?

24 May

Is any Adobe Air developed beta platform worth $40M? Twitter says yes.

Twitter Logo

With the news that Twitter has finalized a deal with TweetDeck to acquire their analytic and reporting platform, are we to look forward to a full reporting suite withing Twitter? Facebook already has Facebook insights, and though it’s not the most comprehensive of tools it is at least a simple integrated and official analytic platform for all to use. It would be an exciting (and time saving) prospect for businesses and personal users alike to be able to use TweetDeck within Twitter BUT I feel that we are some way away from this.

TweetDeck In Action

Maybe Twitter will use the developers code to put some sort of analytic platform within the Twitter interface in the future, keeping the more detailed bits outside of this and on a seperate application. But the main concern is…will Twitter keep TweetDeck as a free to use bit of software or are we going to be paying monthly for it? It doesn’t currently drive any revenue, it’s simply an Adobe Air developed beta piece of software. But Twitter have paid over $40M for this software…without a hope of it making them any money back unless they allow advertising within the application or charge you for it. So if this becomes the official Twitter analytics platform, would you pay to use it on a business level? What other social analytics tools do you use?

Let us know in the comments below…

- The Social Explorer

The Social Explorer: Yup, it’s Friday, Friday…

20 May

It’s Friday…and I know you won’t want to be reading blogs on a warm evening when you could be out socialising in real-life so I’ll leave you with a song that I insist on playing in the office week in week out. It’s none other than Rebecca Black…

Please don’t hold this against me – it personifies what social media is all about. Hate something that much, you’ll share it, and increase the views…your friends will then share it and before you know it the video you hated now has 150,000,000 views and you’ve learnt all the words. Brilliant. Happy Friday everyone, have a fantastic weekend…

- The Social Explorer

The Social Explorer: Lady Gaga tops the social charts!

19 May

How the Queen of Twitter has trained her Little Monsters…

Not happy with having unparalleled success in the charts, a billion YouTube video views (and counting) as well as winning 3 Brits, 8 EMI’s and 14 Billboard chart awards – Lady Gaga has taken the pole position of ‘Most Powerful Celebrity’ on the Forbes 100 list.

Lady Gaga...

Knocking Oprah Winfrey off of top spot hasn’t come without effort…Lady Gaga has turned her motley crue of ‘Little Monsters’ into hardcore Twitter followers, Facebook fans and YouTube subscribers – tapping into all of the key social networks at a time where they are at their most popular. Her demographic is wide…males, females & everything inbetween but essentially all part of the digital generation. Whether the monsters are downloading her latest album on iTunes, watching her on YouTube, Tweeting about her or watching her live, they are switched on, engaging and have helped Lady Gaga become the biggest sensation of the 21st century. I’m not her biggest fan and certainly not a Little Monster but I welcome her over Mr Bieber anyday. So who or what is next? Has Gaga hit the sweet spot before social starts to decline or is this how future super-celebs will make their mark from now on? Thoughts below…

- The Social Explorer

The Social Explorer: Microsoft PR Disaster

18 May

Proof that not all PR is good PR…!

I watched the following video waiting the entire time for the punchline. It never came. Computer giant Microsoft have got it wrong once again and in my opinion, the marketing person in charge over there needs to go. Yes, I have shared this video to my entire address book and yes I’ve posted it on my Facebook (and now my blog too…!) BUT I send with a ‘you won’t believe that this is serious’ or ‘Microsoft done it again’ – not all PR is good PR!

Now you’ve watched it you might understand what I mean about the punchline (sorry for wasting 6 minutes of your time – click here to get it back) It certainly doesn’t inspire me to host a Windows party and definitely doesn’t make me want to invest in another Microsoft Windows update. Infact it leaves me feeling pretty happy that I own so many Apple products – happy that I feel so far removed from what has become a very uncool brand. If Microsoft was a person, he’d be a confused, socially awkward elderly man…perhaps a person that you feel you must say hello to at a party (if he was there) because you know it’d brighten up his day. Sounds like this guy.

So what would I do if I was in their marketing department? I’d look at who our customers really are, who wants to be associated with us, who NEEDS us and what we’re here for. Create and market products to these people – lets not try and cover the social leaders, professionals, creatives and their grandma…focus your efforts and reap the rewards. What’s your opinion on Microsoft in the 21st century? Think they’ll be phased out in the coming decade? Thoughts below…

- The Social Explorer

The Social Explorer: Coca-Cola done it right…

17 May

If you expect your fans to trust your brand, Coca Cola tell us you should trust your fans first…

Good morning blog readers! I wanted to share a story that I read some time ago… It involves super brand Coca-Cola and 2 guys that decided Coke were too slow off the mark in the world of social media.

Dusty & Michael

After hunting on Facebook for Coke’s fan-page, and failing to find anything official, they took it upon themselves to create a fan page all about the insanely well known brand of Cola. They set about writing about the brand’s history, amassed a range of images through the lifespan of the brand & managed to encourage over 3 million people to become a fan of their fan page. So, when Facebook flipped the rules and announced that only people authorized or employed by a brand can maintain a page about that said brand – D & M approached Coca-Cola and asked them if they’d like to close the page or take it on themselves.

Did you know 'Coca-Cola' is the second most recognised term in the world after 'O.K'?

Instead of taking the corporate low road and closing the page or taking it over, they asked D & M if they wouldn’t mind maintaining their Facebook page for them – making them ‘official’ Coca-Cola brand evangelists. They are now celebrated on the page, have events to mark key milestones and have grown the Coca-Cola page to over 25,000,000 fans making it the 11th most liked page on Facebook. This is a fantastic example of how good a page can be when run by people who truely love a brand and know how social works. A big pat on the back for Dusty and Michael, and I can’t wait to see what other ‘movements’ this may inspire in corporate social media. Seen anything like this before? Do you think this is a brave step, a sensible step or stupid of Coca Cola? Let me know your thoughts below…

Dusty and Michael reach 25,000,000 fans...

- The Social Explorer

The Social Explorer: The Mini Countryman Campaign

16 May

Grand Theft Auto LIVE in Stockholm…get your carjacking skills at the ready.

Every so often, I see something that completely changes the way I think about how technology can connect us. Something new, exciting, relevant and impactful usually fits the bill and the Mini Countryman campaign ticks all the boxes (and more!)

The New Mini Countryman

There isn’t a great deal I need to say about this, the wrap up in the video pretty much does the talking. But it does present a completely new way of marketing a new  product. It seems almost like a 21st century version of the ‘touch the truck‘ competition’ but a jump in technology means that thousands people can interact with each other – leading to a lot of positive things to say about Mini as a brand. That the average person playing this game spends over 5 hours doing so says a lot about how far people will go to win something as big as a car – when the mechanic is right. One of the last things said about the campaign…’it’s so social’ and it is. Bringing people from an online game environment to interact with each other in the real world is no mean feat, and something that I would LOVE to see develop…perhaps this is one way to deal with obesity in children? Where do you see this tech fitting in to marketing campaigns and beyond?

- The Social Explorer

The Social Explorer: Social Media & Small Businesses…

15 May

Social media savvy small businesses can benefit most from a sound social strategy…don’t get left behind!

Good use of social media by a small business can be even more beneficial than it is to a large corporation. The stand out difference could be that the smaller business has a focussed fan base – having targeted key blogs, emailing directly and taking time to advertise to the relevant end-user means that the smaller business will be more engaging in its social spaces. There’s an argument that a small business won’t have time or resource to implement a good and impactful social strategy. And when you consider that 75% of the largest companies have less than 3 people working on social media at any one time, is it any surprise that a smaller business could fail to justify investment of time and resource into this marketing tool?

Get the thumbs up from potential customers with your social media strategy...

So I’m here to say (for what it’s worth) that if you provide a product or service, part of your business plan should include a social media strategy! It’s free to use across pretty much all platforms and it gives you the chance to interact on a personal level with existing and potential customers. Now…its not particularly easy if you’re not social media savvy and you may be tempted to take on an intern or employ a social media specialist (perhaps not an option for a small business) so its important to learn the ropes first. Looking at businesses in your sector and their social spaces is extremely important, as well as ‘nerding up’ on the how to guides the likes of mashable and techcrunch will talk about. Once you know your Posts from your Tweets, its time to get yourself out there – create your profiles, set up a Twitter account and maybe even get yourself onto FourSquare.

I’ll be posting a step by step guide of how you can create your own profiles, administrate, communicate effectively and generally make the most out of social media. For now, if you’re a small business owner don’t forget that communication is king and if you’re not part of the ‘social revolution’ then your competition and customers will leave you behind…

- The Social Explorer

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